Social Media & Paid Advertising Specialist

The Social Media & Paid Advertising Specialist is responsible for planning, executing, and optimizing paid and organic digital campaigns that drive patient awareness, engagement, qualified lead generation, and provider growth. Plan, execute, and optimize digital lead generation campaigns across Google Ads, paid social platforms, SEO/SEM, and emailDrive traffic to websites and landing pages to increase qualified leads, appointment conversions, and provider visibilityManage the full campaign lifecycle including audience targeting, budgeting, creative coordination, launch, optimization, and reportingConduct A/B testing and support conversion rate optimization (CRO) initiativesCoordinate with internal stakeholders to promote providers, locations, services, and community education initiativesPaid Media Management (Google & Social) Manage and optimize paid search campaigns (Google Ads), including keyword strategy, bidding, ad copy development, and landing page alignmentExecute and optimize paid social campaigns (Meta/Facebook, Instagram, and other relevant platforms) focused on lead generation and brand growthMonitor spend efficiency, cost-per-lead (CPL), conversion rates, and campaign ROICreate, test, and refresh ad creative and messaging to improve performance and engagementCollaborate with advertising platforms, agencies, and vendors as neededOrganic Social Media & Brand Support Bachelor's degree in Marketing, Communications, or related field3-5 years of experience in social media management and paid digital advertisingHands-on experience with Google Ads, Meta Ads Manager, and social media management toolsStrong understanding of performance metrics including CPL, CPA, CTR, ROAS, and conversion rateExperience managing campaign budgets and optimizing spendAbility to translate performance data into clear, actionable insightsExperience working cross-functionally with marketing teams, agencies, or media buyersPreferred Experience in healthcare, primary care, or community-based marketingFamiliarity with HIPAA and healthcare advertising compliance requirementsUnderstanding of local and multi-market advertising strategiesExperience with landing page optimization and lead funnel strategyComfort collaborating across creative, media, analytics, and operations teams Skills: A/B Testing, Advertising, Advertising Agencies, Advertising Creative, Benchmarking, Bidding, Budget Management, Budgeting, Campaigns, Certified Public Accountant (CPA), Click Through Rate (CTR), Competitive Research, Contract Research Organization (CRO), Cost-Per-Lead, Cross-Functional, Expense Tracking, Facebook, Google Analytics, Google Search Engine, HIPAA (Health Insurance Portability and Accountability Act), Healthcare, Lead Generation, Marketing, Marketing Communications, Marketing Strategy, Media Buying and Planning, Multiplatform/Cross-Platform, Online Marketing, Operational Audit, Performance Analysis, Performance Management, Performance Metrics, Primary Care, Regulations, Regulatory Compliance, Return on Investment (ROI), Sales Qualification, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media, Storytelling, Test Plan/Schedule, Trend Analysis, Vendor/Supplier Planning, Website Conversion, Website Traffic Growth